11. Incremental reach can be easily gained by using
these major platforms
90 Trillion Emails sent in 2009 500 Million Active Facebook Users
10 Billion+ Tweets Sent Since 2006 2 Billion Videos Streamed Each Day
13. But varying depth of engagement across digital
channels leads to different outcomes
Greater commitment at sign up is more likely to induce advocacy and
future purchase likelihood.
14. The decision / purchase process has become
much more complex
And equally important, customer value now needs to include more than just
sales metrics – influence, participation etc
15. To tailor the customer journey intelligent use of
data is essential
Needs & Attitudes Location
Consumer Segment Preferred retailer
Household Composition Distance to retailers
Age Travel time
Income Likely mode of transport
Motivations & Barriers
Likely occasions
Compelling offers & partnerships
Digital Behaviour
NPD appeal
Data
Social & Mobile Technographics
Email receptivity – open / CTRs
Potential Value Ad Exposure - placement, format etc
Web Analytics – site visits/pages/time
Average visit frequency & spend
Concession expenditure
Product trial propensity
Overall peer group headroom Transaction History
Cross & up-sell likelihood
Advocacy membership propensity Purchase value & frequency
Net Promoter Score Products purchased
Likely Influencer Score Online vs. offline sales
Standard price vs. discount ratio
16. This data ultimately drives all digital activity,
ensuring it is consistent, relevant & timely
Individual Data Aggregate Data
Data from these sources is
Email Search Usually held at an aggregate
generally held at an individual (anonymous) level, so difficult
customer level, so is easily to allocate to an individual
consolidated to create a single customer without the use of
customer view. passive tracking cookies. Use
of tracking cookies would
Social Central Display require changes to the opt-in
terms & conditions, and all
Data customers would be driven
towards incentivised
acceptance of new T&Cs
e-tailer Analytics
“ Almost half of respondents selected coordination of communication across
channels (49%) and personalising messages based on consumer behaviour
(48%) as their top two challenges…”
Trends in Cross-Channel Campaign Management: Emerging Channels Outpace Existing Solutions,
Forrester Research Inc. (April 14, 2010)
17. To better understand the full customer journey
Two days later, Kate spots your targeted
display ad for the merchandise she
browsed. Kate clicks your ad and explores
further at your website, using your slick
product comparison interface and signing
up for a newsletter before clicking away.
Kate searches the web for one of 2
your new FMCG products. She clicks
on your paid search ad and browses
product pages on your website, but 4
leaves without a purchase (despite
deep links to the e-tailer basket).
1 But you don’t see Kate online again.
You retarget her with another email
and display ads, but they generate
no click-through. What happened?
3
In fact, your online marketing was a success. Your online ads
Later in the week, you send Kate a
and email intrigued & persuaded Kate, so she bought the personalised email. She clicks
item she browsed online in her nearest supermarket. But through, browses again, and makes
you never know about that, because the transaction was her way to your Facebook fan page,
where she reads products reviews by
recorded in a retailer ePOS system beyond your reach. How fellow socialisers.
do we include robust sales data to derive ROI?
18. And also their digital behaviour...
Food Explorers Mobile internet
100
Age 20- 34 and C1 or C2 or D and I always have fun at parties I'm always on the look-out for Bluetooth
80
Take pictures
new exciting things to do and I have a positive outlook on life 60
Source: CCS Media & Client Study (January 2009) Weighted by: Population 1911 (000) 40
20
Access social network 0 MMS
Web
Segment 100
UK average Mobile Google IM Plat games
80
Listen music
Download software 60 Email Mobile
40
Forums
100
20 80
Social Networks IM
60
0
40
20
0
Manage photos Games
Read blog Write blog
buzz
Read blog Watch video
channel usage
Mys pace
Podcast Forums 100
80
60
Flickr Facebook
40
20
Inactives
0
Spectators
Joiners
Collectors Bebo Youtube
Critics
Creators
Friends Reunited
0 10 20 30 40 50 60 70 80 90 100
social behaviour Source: Forrester Research Technographics® surveys, 2009 social consumption
19. This will allow targeted comms for each segment
What are the benefits of a customer segmentation?
• Divide the market into meaningful and measurable
High
segments according to their sentiment, influence score &
Brand Sentiment
frozen food needs
• Determine the potential of each segment by analysing the
Medium
impact of serving each segment
• Target segments according to their sales & influence
potential
Low
• Invest resources to tailor product, service and marketing
programmes to match the needs (and influence potential) of
each customer segment
• Measure performance of each segment and adjust the
segmentation approach over time as market conditions
change.
Customers will be segmented on 3 unique criteria based on data collected at registration / competition entry:
1. Brand Sentiment – based on a single NPS question
2. Influence Potential – based on social media usage, volume of friends/fans/followers and contact freq
3. Consumer Segment – initially based on existing segment attribution questions
4. As digital tracking data reaches critical mass we can also overlay engagement scores & propensity
models
20. Create segment journeys to drive regular purchase
Occasion Targeting
Data-driven Drive back promotion
promotion
Prospect
Phase Register / time & place info
1st contact point
1st Purchase
(search, display, web, local press)
MGM / Welcome & up-sell
Refer-a-friend
Advocacy Phase
Post-purchase survey
Re-activation Phase
Win-back
offer Customer
Data-driven promotion
Retention
Phase
• Journeys will be different for each segment
• Use all available touchpoints (email, mobile, 3rd Purchase 2nd Purchase
social networks, site content, search) to drive
long term brand engagement
Product Cross-sell Thank you & free upgrade
Push to Facebook
21. Which will provide a broader platform for
interacting with the brand....
22. Evolution of the current CRM offering
CRM eCRM sCRM
Customer Value Customer Value Customer Value
Engagement Participation
Influence score
sCRM recognizes that whether someone recommended, purchased, or simply
recognized a product or service publicly makes an impact on behaviour at
varying levels.
24. The objective is to increase the value & length
of the customer lifecycle
Acquire Convert Grow Retain Empower
Best Customer Lifecycle
Advocacy
Customer
satisfaction Social
Participation
Cross & Up
sell Loyalty Typical
benefits Customer Lifecycle
Activation
Drive visit freq
Welcome
Lead nurture
Bespoke time
& place info
Suspect Prospect Customer Active Customer Advocate
Search Search Email Social Media Social Media
Channel
Display Email Social Media Mobile Mobile
Site Listings Site Listings Site Listings Email Email
Local Press Local Press Local Press Site Content Site Content
25. Achieved by using both traditional email and
real-time social approaches
Real Time Social Our Approach Traditional email
Acquire Convert Grow Retain Empower
Events Data
Triggers Personalised Segmentation
Programs Lifestyle Campaigns
Marketing
Behaviour RFM / LTV
Influence ROI
Suspect Prospect Customer Active Advocate
Customer
Awareness Retention
Participation Multichannel Digital CRM Loyalty
Acquisition Advocacy
26. sCRM – Intelligent use of data is essential
Social CRM is achieved through the integration of
digital analytics (web, email, mobile, search, video etc),
social media analytics and other CRM management
analytics to determine and articulate social media ROI
(e.g. Radian6 with WebTrends and Alterian)
27. Making it happen right now
Court your best email customers and encourage them to
1
become fans or followers in social media
Then provide them with the tools to share their knowledge and
2
their passion
Use analytics to segment your database and send targeted
3
communications that inspire commenting and sharing
Use the combination of email and social media to provide
4 multiple ways for consumers to interact with the brand – brand
interactions in social media are often perceived as less intrusive
